Rini Astuti, Ubud Salim, Margono Setiawan, Fatchur Rohman
This study uncovers and explains the meaning of private car for Javanese men and women and also analyzes there are sons. This study is a qualitative research with a focus on getting in-depth knowledge about the meaning and significance of private cars for the owners in semiotics perspective of Peirce. The informants are 23 men and 14 women, with education level ranging from elementary school to doctoral degree with various professions. The findings show that consumers interpret their personal cars in different ways, both in symbols or an index. Informants who interpret his personal car assist primary meaning are reflected by using the car's function as a transportation tool. While secondary meaning is reflected in car as a sports facility and refreshment, sauna, turmoil channel, charity, family conflict resolution, learning automotive, a tool kid sleep, wedding-car and silaturrahmi (visiting families and friends). Secondary meaning of car can also be called as "kelangenan. © Serials Publications.
University of Gajayana, Department of Management, Faculty of Economics and Business, Malang, Indonesia; University of Brawijaya, Department of Management Science, Faculty of Economics and Business, Malang, Indonesia
